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Posted by Luca Paderni on September 21, 2011
Marketing mix modeling solutions have been around for quite some time, providing marketers in several key categories with complex statistical models that aim to find the correlation between past marketing activities and business outcomes, like sales or market share.
However this space has recently seen significant changes, due to a few specific dynamics:
To help navigate this complex and highly relevant space for senior marketers, our research team has published the first Forrester Wave™ for vendors in the marketing mix modeling space. We screened more than 30 vendors, shortlisted six that we consider to be the key players in this very fragmented market, and ranked them according to more than 40 different criteria. The evaluation uncovered a market in which:
The final result of the research process can be found in my new report, “The Forrester Wave™: Marketing Mix Modeling, Q3 2011.” This includes the detailed overview of the dynamics affecting this fragmented market and the full breakdown of the key vendors that will help senior marketers better understand whether marketing mix modeling could be a valid addition to their arsenal of analytics tools.